Engaging Generation Z in an institutional project with a with a forward-looking perspective: the case of VeniSia

Abstract

The aim of the project is to develop a marketing strategy aimed at engaging Gen z in the veniSia project creating a movement that can inspire young people and help them to think about their future. When talking about Gen Z can’t help but think about social medias, technology … so it’s fundamental to adopt and integrate a strategy that serves this tools to communicate and spread the aim of the creators of VeniSia. Taking into consideration the challenging world and the uncertain conditions in which this generation lives, we must consider and analyze the key societal concerns and adapt the marketing strategies to meet their evolving preferences and values. Building a genuine connection and fostering brand loyalty within this generation often requires ongoing effort and innovation. Through a social media marketing campaign you can effectively connect with and build a loyal Gen Z audience since you understand their preferences, leverage the right platforms, and consistently deliver content that resonates with their values.